PeRspective: Will Smith apology

So on this day on Beyoncé’s internet, Will Smith returned to social media to address the incident between himself and Chris Rock at the Oscars for the first time.

If you read my post on the subject as it happened, I went into crisis communications mode and outlined the next steps that should be taken by Will’s publicity team.

Almost all the steps were taken except the addressing of fans. It’s been four months since the incident and I think the stronger strategy is to have waited as they have done.

Though I believe Will is a man about “doing the work” to heal from his mistakes, from a crass PR point of view the impression it gives is that true rather than knee jerk introspection has taken place.

It’s also great timing. As Beyonce tries to break the internet again (I’m moved to write about that too..) it offers a level of shrouding allowing Will to apologise but not dominate the news cycle.

The timing of this apology is strong so long as audiences believe it’s genuine. Any statement from Rock that is less than gracious at this point could split his audience.

Going forward I think Will will need to continue to take time to heal, possibly keeping a low profile for the rest of the year unless there is an opportunity for a public reconciliation with Chris. The hotly anticipated shows Chris Rock is doing with Dave Chapelle this autumn could ignite a few smaller fires which Will’s legal team will undoubtedly keep an eye on.

Again this is a sad state of affairs overall. However, from a professional point of view, Will has a stellar team. I continue to maintain that the love runs deep for Will Smith so forgiveness will ultimately happen from his audience.

However, beyond the press, we saw real human moment and something that could have happened to all of us. I hope that some where between the lights, camera and action peace is restored.